JCPenney

Going back to the future to transform retail

  • Brand, Positioning, Identity, & Retail Experience Strategy

    Brand, Positioning, Identity, & Retail Experience Strategy

  • Brand Name, Logo & Graphic Identity System

    Brand Name, Logo & Graphic Identity System

  • Brand Manifesto Design & Copy

    Brand Manifesto Design & Copy

  • Oscar Ads with Ellen DeGeneres,

    Oscar Ads with Ellen DeGeneres, "Roman Returns"

  • Print Collateral System

    Print Collateral System

  • iPhone Application Design

    iPhone Application Design

  • Loyalty Program Strategy & Design

    Loyalty Program Strategy & Design

  • Town Square Retail Strategy & Experience Design

    Town Square Retail Strategy & Experience Design

  • Retail Store Design Look & Feel

    Retail Store Design Look & Feel

  • Testimonial: Michael Francis, President, JCPenney

    Testimonial: Michael Francis, President, JCPenney

    Our Work

    Situation & Challenge

    After decades as one of America’s leading retailers, JCPenney found itself struggling to cope with industry changes and, in 2011, hired Ron Johnson as CEO. While over decades, the retail industry had morphed into a category known for gimmicks, door buster sales, and hype, Johnson, dubbed a “retail revolutionary” by Forbes for his transformation of Target and his vision, launch, and success of the Apple Store, believed there was an opportunity to bring back to retail the values James Cash Penney had set in place over 100 years earlier.

     


     

    Analysis, Solution & Results

    Get the full story behind our partnership with JCPenney to “transform” the retail experience, by returning to honesty, simplicity, and style.

     


     

    Related Work & Stories

    See how we refined Pizza Hut’s brand to extend its product line and grow its daytime business.

     

    Portfolio